The impact of dialectical thinking on androgynous brand equity across cultures : the moderating role of brand positioning
Year of publication: |
2023
|
---|---|
Authors: | Bravo Velázquez, Alberto ; Hang, Haiming ; Ren, Shengnan |
Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 40.2023, 1, p. 176-193
|
Subject: | Androgyno | Brand equity | Brand gender | Brand positioning | Dialectical thinking | Us brand | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
-
Machado, Joana César, (2019)
-
Unpacking the complex interactions among customers in online fan pages
Farmaki, Anna, (2021)
-
Kumar, Jitender, (2022)
- More ...
-
Ren, Shengnan, (2023)
-
Hang, Haiming, (2009)
-
Godley, Andrew, (2012)
- More ...